Spring 2007
Green: the new black?

The Green Shopper

Exactly who is buying organic apparel and environmentally friendly accessories? The Organic Consumer Trends Report, published by the Harleysville, PA-based Natural

Marketing Institute, identifies three distinct consumer segments based on attitudes toward and usage of earth-friendly merchandise:

• Devoteds: 9.2 percent of the general population (and 31 percent of organic users).
Devoteds are committed, zealous, act on strong beliefs, and have high usage and spending rates, accounting for more than 30 percent of all organic spending.

• Temperates: 16.7 percent of the general population (and 56 percent of all organic users).
Temperates are pragmatists with moderate attitudes and spending habits.

• Dabblers: 3.8 percent of the general population (and 13 percent of all organic users).
Dabblers are noncommittal, and sprinkle a little bit of organic usage into their lifestyles. Devoteds and temperates, who make up only 26 percent of the population, account for nearly 90 percent of all organic dollars spent.